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All Journal Journal of Management and Creative Business Jurnal Manuhara: Pusat Penelitian Ilmu Manajemen Dan Bisnis
Cindy Firstiananda Deka
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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The Role of Service Quality in Building Customer Satisfaction: A Literarure Review Elia Cahyani; Tazkiyyah Nururrohmah; Cindy Firstiananda Deka; Mohamad Zein Saleh
Journal of Management and Creative Business Vol. 2 No. 4 (2024): Oktober : Journal of Management and Creative Business
Publisher : Universitas 45 Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30640/jmcbus.v2i4.3300

Abstract

The role of service quality in the service business is very important to improve customer satisfaction. Service management focuses on providing services that not only meet but also exceed customer expectations, creating a significant competitive advantage. Service quality serves as a bridge between the company and customers, establishing a long-term, mutually beneficial relationship. In the era of globalization and digitalization, customer interactions that take place mostly online demand companies to offer responsive and efficient digital experiences. Consistency in service delivery is a major challenge, as customers assess the quality of service based on their subjective experience. This study aims to review the literature related to the role of service quality in building customer satisfaction, the factors that affect it, and how companies can implement good service quality to improve customer satisfaction.
Perbandingan Strategi Pemasaran Tradisional Dengan Pemasaran Melalui Influencer dalam Mempengaruhi Minat Beli Pada Audiens Muda Cindy Firstiananda Deka; Alifah Niser
Jurnal Manuhara : Pusat Penelitian Ilmu Manajemen dan Bisnis Vol. 2 No. 1 (2024): JANUARI: Jurnal Manuhara: Pusat Penelitian Ilmu Manajemen dan Bisnis
Publisher : Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61132/manuhara.v2i1.526

Abstract

In the ever-evolving digital era, marketing is undergoing significant changes. Rapid developments in the world of marketing demand a deep understanding of effective methods in reaching the target market. The purpose of this research is to compare how influencer marketing and traditional marketing strategies can influence young audiences' purchase intention. This research uses a qualitative approach with a literature study method, and focuses on the influence of influencer marketing and traditional marketing strategies on young consumers' purchase intention. Influencer marketing is an important strategy for market segmentation, building trust, and faster turnaround time. With a large social media following, digital influencers can significantly influence consumers' purchase intention. Authenticity and personal engagement are key aspects of influencer marketing. Combining traditional and influencer marketing can create a responsive strategy for young audiences. Influencer marketing and traditional marketing significantly impact consumer interest and advertising effectiveness. The marketing mix increases trust and confidence, which leads to increased purchase decisions. Understanding the influence of influencers can help companies develop effective strategies, allocate resources wisely and increase profits.
Co-Authors Alifah Niser Elia Cahyani Mohamad Zein Saleh Tazkiyyah Nururrohmah